Moving Neal's Yard into the US Market

As part of the report I have to produce, I have to suggest how Neal's Yard Remedies could move into the American Market. When planning to move a brand into another country there are some important points to consider.



-Who?: Age, Gender, Income, Culture, Behaviour.
How does the new customer base that you will be facing need to be targeted? How do the new potential customers differ from your existing customer? Are there cultural differences that need to be considered in the marketing of new products?

-Where? Geographical locations.
Where does your target consumer base live? What kind of channels can you use to distribute your product. Will you be based online or in-store? If in-store, will it be a stand alone store or a concession in a bigger brand?

-How? Logistics.
How will you market the product in the new location? What promotional methods can be used to appeal to the consumer?

With this in mind, here is my proposal:
Who?: Currently NYR's target market is females, aged 30-50, middle-class with disposable income. Customers also have an interest in well-being and organic products.
As such, moving into the USA, Neal's Yard will likely want to target a similar consumer target market.

Where?: In terms of location, the West Coast is more likely to be the ideal place to launch the brand. This is because the West Coast: (California, Oregon and Washington) are generally more interested in organic products. These states also tend to be more Republican. In terms of distribution, may be better to launch in a well-established department store, such as Nordstrom, at least until brand becomes better established in the US. Then could consider moving into stand alone store. Direct selling events will also help to spread awareness.

How?: Direct selling parties, choosing ambassadors carefully. Potentially paid programming to relevant TV personalities: e.g. Ellen Degeneres. Whatever marketing techniques used, MUST be in keeping with Neal's Yard Remedies ethical stance.